>> oh, absolutely, steve jobs being the other natural exarn comparison. it's not just online shopping, amazon and jeff bezos has changed the way we read, with the kindle. and how companies run their businesses on amazon servers. >> he started with the books, took it to toys, all these other things out there, getting into supermarket online, you can buy your stuff and get it delivered to your house. but he also, part of his focus has really been from a corporate standpoint, on the consumer. focusing on consumer satisfaction, more than on huge profits. how has he managed to make that work? because the company really rarely has turned a significant profit. >> and the interesting thing about the amazon story is it hasn't always worked. at the beginning -- bigger. >> in the dot-com boom, americans were fascinated but then it got pummeled. but only jeff bezos in seattle believed the e-commerce could work. and now people believe in him so much and the company so much they are willing to tolerate some of these losses. >> is it an important model, this sort of foc